The British Heart Foundation’s new ‘Boy’ campaign has been released, starring a fast-talking young boy explaining what makes the heart so good.

In the minute-long advert, which features the strapline:

“Our research starts with the heart, but it doesn’t stop there”, the boy tells us “if you didn’t have your heart, you couldn’t do owt like play football, or be in love.”

It shows him playing out the classic after-school routine of a schoolboy – heading home before getting changed to head back out to play.

He explains how people’s he and his family knew have had problems with their heart, ultimately revealing his own heart-related issue.

The campaign hopes to emphasise how important a healthy heart is for our wider wellbeing. Supplementary assets include a fun glow-in-the-dark circulatory system poster.